Yeah he did, but Jessica is also 1) a brand new vamp with no clue what the hell she's doing. Bill is trying to look out for her i.e. a father figure as he felt responsible for her being in the position she's in, in the first place.
The maker thing I believe works on everyone (vamp wise) because of the code of the authority ect ect. But once a they start hating or having feelings of regret or whatever its a bit different. I.E. Bill and Lorena